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Intel ( Integrated Electronics) was established in 1968. Is an American multinational semiconductor chip maker corporation headquarter in Santa Clara, California. Founded by three semiconductor pioneer - Robert Noyce - Gordon Moore - Andy Grove
Intels first commercial product was 3101 Schottky bipolar 64-bit static random access memory (SRAM) chip. Intel manufactured microprocessor chip for (calculator manufacturing company) Busicom, that performed the function of 12 silicon chips together (called 4004). Invention of 4004 was a major technological achievement but there were many challenges arising with it.
The question was whether there were enough applications out there other than the calculator to make it worthwhile. To meet the challenge Intel took up the task of educating the engineering community about the potential of their chip. After 4004 intel released 8008 microprocessor in 1972 (twice powerful as the 4004) & was used in a computer called Mark-8, one of the world. Then in 1978, Intel released the 8086-8088 chip, which was chosen by IBMs PC division for making new PCs.
Chip went to become huge success and gave a major boost to Intels sales and goodwill & ranked among the Fortune 500 companies, and the Fortune magazine. Intel released 286, then came 386 and 486 chips and kept on achieving success. Intel also licensed the technology of these chips to its competitor like Advanced Micro Devices. Intel played a vital role in transforming the PC from business management tool to a device that offered information, entertainment, and education in rich multimedia format.
Group of marketing people interacted with IT managers. Rival AMD got license to manufacture chips by Intel. By 1990, AMD captured 52% of the market. Intel attempts to protect their technology 386 & 486 processors. AMD sued Intel for Breach of contract. Intel lost the case & courts stated the processors no. were not trademarks.
Intel realize microprocessors were ambiguous & unprotected. Intel decided to create a strong brand. Invested billions of dollars in product development. Microprocessors was seen as just another component. So Intel adopted component branding tool. Took help of Teflon, Dolby & NutraSweet.
EMPHASIZED THE ROLE OF MICROPROCESSORS. HIGHLIGHTED THAT INTEL PRODUCTS WERE TECHNOLOGICALLY ADVANCED.
COOP PROGRAM
SHARED THE ADVERTISING COST WITH OEMs FOR PRINT. ADVERTISEMENTS THAT INCLUDED THE INTEL LOGO.
WEB ADVERTISIN G
CONVEYED THE ROLE OF CHIPS IN GIVING THE CONSUMER A GOOD INTERNET BROWING EXPERIENCE. SUPPORTED E-COMMERCE MARKETING.
Catchy, unusual campaign went on to become the most well remembered advertisement.
Innovative advertising
TO COMMUNICATE WITH THE END USER BY CREATING AWARENESS FOR INTEL PRODUCTS GAINING CONSUMER CONFIDENCE IN INTEL AS A BRAND. CREATED AN IMPACT AMONG END-CONSUMERS PROJECTED INTEL AS A PURE-TECHNOLOGY COMPANY EMPHASIZED THE INNOVATIVE AND TECHNOLOGICALLY ADVANCED PRODUCTS SHOWED THE COMMITMENT OF THE COMPANY TOWARDS CREATING NEW
TOOK THE FIRST- MOVER ADVANTAGE IN THE INDUSTRY BY GOING FOR PRINT AND TELEVISION ADVERTISEMENTS
Presented by: Sneha Sharma Kuldeep Singh Sanket Bhatia Abhinav Singh Prem Saini